TABLE 7.1 Major Segmentation Variables for Consumer Markets Geographic Segmentation World region North America, South America, Western Europe, Eastern Europe, the British Isles, the Middle East, the Pacific Rim, Asia, Southeast Asia, Africa, Australia Country Canada, the United States, Brazil, England, China, and so on Region of the country The Maritimes, the Prairie provinces, Southern Ontario, Victoria and the Gulf Islands, Quebec Population size Under 5000; 5000-250 000; 250 000-500 000; 500 000-1 000 000; over 1 000 000, and so on Type of region Urban, suburban, rural, mountainous, far north, ocean/beaches, and so on Demographic Segmentation Age Under 6, 6-12, 13-19, 20-34, 35-49, 50-64, 65+; or children, teens, young adults, middle-aged, seniors Gender Male, female Family size 2, 3, 4, 5, more than 5 Life cycle Young couple, young couple with children, single-parent family, older couple with grown children, divorced, and so on Household income (HHI) Under $20 000; $20 000-$50 000; $50 000-$100 000; over $100 000, and so on Occupation Professional, union worker, academic, small business owner, sales, farming/fishing, student, retired, homemaker, unemployed Education High school, college or trade school, university undergraduate, post-graduate Ethnic or cultural group African, Canadian, American, Chinese, Japanese, Korean, Caribbean/West Indies, East Indian, Filipino, Greek, Italian, German, Portuguese, Muslim, Jewish, Inuit, Metis, North American Indian Generation Baby boomer, Generation X, Millennial Psychographic Segmentation Social class Lower lowers, upper lowers, working class, middle class, upper middles, lower uppers, upper uppers Lifestyle Athletic/outdoors type, active suburban family, student, single urban professional, and so on Personality Highly organized and detail oriented; outgoing and adventurous; creative or artistic; quiet and soli- tary; ambitious, and so on